Listening to the Voice of the Customer | Boston

Listening to the Voice of the Customer

April 10-11, 2018
Boston, MA
Sheraton Boston Hotel

Join Applied Marketing Science (AMS) for the next open-enrollment session of “Listening to the Voice of the Customer,” our acclaimed training workshop, on April 10-11, 2018 at the Sheraton Boston Hotel located in the heart of downtown Boston. Led by veteran product development and market research experts, Gerry Katz (AMS Vice Chairman), and John Burns (AMS Principal), this course will introduce Voice of the Customer market research and teach you to use it to accelerate innovation in business-to-business markets.

Participants should expect to leave the session ready to execute VOC at their companies. The workshop uses a lively, interactive format with numerous hands-on activities and practice exercises to build skills. The workshop will also expose participants to the latest applications of these techniques in areas such as machine learning and journey mapping. In addition, all attendees receive access to the AMS-exclusive online VOC toolkit of job aids, templates and knowledge resources, to help them complete a VOC project successfully.

Workshop topics include how to:

Scope an effective study

Identify the right customers to interview

Select the best research methodologies

Structure and ask the right questions, the right way

Analyze customer interviews to extract customer needs

Use quantitative methodologies to prioritize needs for product development

Use VOC techniques to create effective Journey Maps

Use Machine Learning to reduce the time and cost of VOC research

“Listening to the Voice of the Customer” qualifies for two full days (16 hours) of credit toward PDMA’s NPDP certification and re-certification.
Enrollment is limited to 25 participants, to maintain a seminar format and facilitate in-class discussions, and to provide networking opportunities among attendees. For help or additional information, call Kelly Dudenhoeffer at (781) 250-6306.
For additional details: Download Course Overview PDF

Course registration fee

$1,795 per participant

Early Bird registration fee*
(if registered by March 9, 2018)

$1,595* per participant

Group registration fee*
(three or more participants)

$1,695* per participant

Early Bird group registration fee*
(if registering three or more participants by March 9, 2018)

$1,495* per participant

Terms and Conditions apply. Please see Terms and Conditions on cart and checkout pages for refund information.
*Early Bird and group discounts are automatically applied to cart when applicable.

Applied Marketing Science

We help companies discover and apply customer insights to make important business decisions in product development and customer experience.